Toyota Canada’s Matrix Potentialmatic campaign takes Best in Promotion and Best in Automotive Promotion honours at 2009 Canadian Marketing Awards

Unique campaign broke through a highly competitive field for the Toyota Matrix
(TORONTO) – Canadian drivers looking to realize their full potential welcomed the opportunity to get their very own Potentialmatic personal life coaching device, absolutely free, simply by booking a test-drive in an all-new 2009 Toyota Matrix. This unique promotion set the Toyota Matrix apart in the highly competitive compact crossover utility segment and earned Toyota Canada the Gold Award in Automotive Promotion and Best in Promo honours at the 2009 Canadian Marketing Awards.
The Canadian Marketing Association announced the winners November 27th at the association’s 39th annual awards gala in Toronto.
“The Canadian automotive sector is highly competitive – and as a result, Canada is home to some of the most creative marketing and advertising campaigns found anywhere in the world,” noted Stephen Beatty, Managing Director at Toyota Canada Inc. “We’re pleased that our Potentialmatic promotion has been recognized with these important awards.”
Developed by Saatchi and Saatchi Canada, Toyota’s Potentialmatic campaign cut through more traditional automotive promotions to appeal directly to a younger, media-savvy audience. At its heart was the Potentialmatic – an electronic device that delivers one of six possible responses (“Wondergreat”, “Wicktacular”, “Fabulent”, “Gladtastic”, “Magilicious”, “Ridonculous”) to help users answer some of life’s vexing questions, such as “Should I ask that girl over there to take scuba diving lessons with me?” and “Should I become a stunt person?”
Toyota promoted the Potentialmatic device with deliberately cheesy, infomercial-style television advertising that ran in the 10pm-1am programming block, supported by a web site (, iPhone and Facebook applications, text messaging, desktop and mobile applications and on the street teams.
Similarly, the Toyota Matrix cuts through the compact crossover utility crowd with its aggressive style, incredible versatility, ample amenities, and powerful yet fuel efficient performance.

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